The Property Market in Early 2026: Why 'Marketing Price' Outperforms 'Market Value' in 2026
As we enter the early months of 2026, the residential property market has moved into a noticeably different phase, following the volatility of recent years.
Buyer behaviour has become calmer, more deliberate, and increasingly evidence-led. This is not the "slowdown" many homeowners fear; demand remains high for well-located, quality homes.
However, buyers are taking longer to decide, asking more pointed questions, and stepping back from properties that feel misaligned with the current market.
For anyone considering a move this year, understanding this shift is essential to achieving a successful sale.
A return to rational decision making
In previous years, the market often rewarded urgency. Ambitious pricing was sometimes successful simply because buyers were competing against uncertainty.
That environment has evolved. In 2026, buyers are no longer rushing to secure a property at any cost. They are making lifestyle-led decisions, cross-referencing comparable evidence, and reassessing homes carefully before committing. To navigate this, a seller's strategy must be equally deliberate.
Valuation vs. Marketing Price: The Competitive Edge
A common pitfall in today’s market is confusing Valuation with Marketing Price.
Estimated Valuation: This is the underlying worth of your property based on technical data and recent comparable sales.
Marketing Price: This is a strategic tool. At Putterills, we set a Marketing Price specifically designed to entice interest and drive traffic. By aligning this price with Rightmove price points, we ensure your home captures the widest possible audience of vetted buyers from day one.
In a market where buyers are patient, a Marketing Price creates the competitive environment necessary to push the eventual sale price toward and often beyond the market valuation.
The Putterills Five-Step Process
We don't believe in simply 'listing' a property and hoping for the best. We use a structured, evidence-based method to ensure maximum efficiency and the highest possible return:
Marketing Price: Setting an enticing entry point to generate immediate momentum.
Property Launch: A controlled surge of interest to create a competitive atmosphere.
Best and Finals: A transparent process to secure the best possible offer from the most qualified buyer.
Marketing Review: Providing clear, data-driven feedback so you are never left wondering about the market's response.
Condition of Sale Agreement: A bespoke Putterills initiative that ensures buyer commitment from the start, significantly reducing the risk of the sale falling through.
Why Strategy Beats Speed
We are also seeing a renewed emphasis on discretion. Many homeowners prefer to avoid unnecessary online exposure while testing the market.
By introducing a property first to our pre-qualified audience via a Property Launch, we can gauge price sensitivity and demand without creating a permanent digital footprint. This "controlled" approach was highly successful throughout 2025, proving that careful positioning matters far more than just "being on the market."
Looking ahead to spring
With the Spring Statement scheduled for early March, wider economic commentary will likely spark speculation. For homeowners who value clarity, the current window offers a calm opportunity to take stock without pressure.
Our role is to help you make informed decisions based on structure and today’s buyer mindset. If you would like an evidence-based assessment of your property’s position, we would be delighted to share our thinking with you.
